Introduction

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Welcome to the Session

Honorable Dean Sir

Honorable External Sir

Introduction

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Presented by

Gazi Hafizur Rahman

ID: 07082101177
15th Intake,
Section 5, BBA,
Major in Marketing

Introduction

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Topic

Customer Attitudes towards

Real Estate Developing Companies in Bangladesh:
A Study on
Dolmen Developments Ltd

Introducti
Introducti
on on

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Introduction
Dhaka city is undergoing terrific growth phase
throughout the last two decades. There are so
many real estate developers in the market to fulfill
the increasing demand of housing.
In this report I have tried to go through a total look
at the real estate development business and
customer attitudes towards real estate
developing company to get a simple idea about
the customers view and perception about Real
Estate development companies in Bangladesh.

Introducti
on

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
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& Conclusion
Objectives

Broad objective:
To determine and measure the attitudes of customers
towards Dolmen Developments Ltd - a real estate
developing company in Bangladesh.

Specific Objectives:
To identify the factors affecting customer attitude.
To measure the customer attitudes towards Dolmen
Developments.
To provide some recommendations on the basis of
findings.

Introducti
Introduction
on

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
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& Conclusion

Methodology

Data Collection: Data have been collected from two sources. These are as under:

Population, Sampling , Sampling Unit and Sampling Design:

Population size is 40 persons are randomly chosen for interview through a structured
questionnaire. Sampling unit consists of 24 businessmen. 13 service holders and 3
government officials.
The pool of respondents consists of businessmen, service holders; government
officials who have owned their properties from Dolmen Developments Ltd. Nonprobability convenience sampling technique is used to select the sample. Personal
interviewing method is used to get response from respondents. Five point Likert

Introducti
Introduction
on

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
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& Conclusion

Limitations

The major limitations for this report are Respondents might not give the accurate information.
Unfortunately due to the companys limitations
(business secrecy
and confidentiality), it was not
possible to acquire sufficient information.
Lack of experience of researcher.
Time was also a limitation. Gathering information
during working was a tough job.

Introduction

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
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& Conclusion

Customer Attitude
An attitude in marketing terms is defined as a general
evaluation of a product or service formed over time (Solomon,
2008). An attitude satisfies a personal motiveand at the same
time, affects the shopping and buying habits of customers. Dr.
Lars Perner (2010) defines customer attitude simply as a
composite of a customers beliefs, feelings, and behavioral
intentions toward some object within the context of marketing.
A customer can hold negative or positive beliefs or feelings
toward a product or service.
Perhaps the attitude formed as the result of a positive or
negative personal experience. Maybe outside influences of
other individuals persuaded the customers opinion of a product
or service. Customer attitudes are both an obstacle and an
advantage to a marketer. A marketer is challenged to

Introduction

Literature
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Company
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Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Factors Affecting Customer

Attitude
Customers Attitude can be either positive or
negative.
Customers Attitude depends on various factors like
Branding, Product Quality, Product Design, Pricing,
Customer Service, Commitment, Convenience,
Process and Information Sharing.
Attitude can be influenced by influencing the
factors mentioned above.

Introduction

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
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& Conclusion

Background

Established in 1996, Dolmen Developments Ltd is one of

the market leaders (as it claims) in the high-end
construction. Its projects are characterized by its
innovative planning solutions & design features. Each
project isexecuted with meticulous detail and
tremendous precision by its incomparable design team.
Its consultants are handpicked from the very best in this
sector. Since inception of Dolmen Developments Ltd has
been delivering projects and leading the sector towards
higher standards of planning for a better quality of life,
and succeeded in carving itself a niche at the top of the
construction sector

Introduction

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Data Analysis
& Findings

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& Conclusion

Mission & Vision

3.2 Mission
To remain in top of the construction business in
comparison to others by offering quality products
in affordable price to the clients.
3.3 Vision
Vision of Dolmen Developments Ltd is to make
Roads, Highways, Bridges, Culverts, Schools,
Colleges and shelters for urban & rural dwellers
through as a developer of low and High-rise
building construction using best quality man,
materials and equipments.

Introduction

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Data Analysis
& Findings

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& Conclusion

Operating Departments

In Dolmen Developments Ltd, Corporate Branch contains 7 major departme

The name of those departments & activities are given below:

Reception Desk
Marketing & Sales Department
Administration & Business Department
Documentation & Recovery
Finance & Accounts Department
Procurement Department
Human Resources Management (HRM)

Introduction

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& Conclusion

Completed Projects

Introduction

Literature
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Company
Overview

Data Analysis
& Findings

Recommendatio
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& Conclusion

Ongoing Projects

Introduction

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Data Analysis
& Findings

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& Conclusion

Interpretation of Data
Analysis

Recommendatio
ns
Introduction
& Conclusion
Table 01: The names of the different projects of Dolmen Developments
Ltd is
attractive.

Literature
Review

Company
Overview

Number of
Respondants
(N = 40)

Data Analysis
& Findings

Valid

Cumulative

Mean

(%)

(%)

()

Strongly Agree

14

35

35

Agree

19

47.5

82.5

Neutral

12.5

95

Disagree

100

Strongly Disagree

100

4.13

Standard
Deviation
(SD)

0.82

14 (35%) of the respondents strongly agree, 19(47.5%) respondents agree,

5(12.5%) respondents neutral & 2(5%) respondents disagree that the
names of the different projects of Dolmen Developments Ltd is attractive.
The mean rate is 4.13, which indicates that in term of Branding the
customer attitude towards Dolmen Developments Ltd is positive.

Recommendatio

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& Findings
& Conclusion
Table 02: Designs of the Apartment/Flat are attractive.
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

27.5

27.5

45

72.5

Strongly Agree

11

Agree

18

Neutral

20

92.5

Disagree

7.5

100

Strongly Disagree

100

Mean

SD

3.93

0.88

From above table, it is seen that that over 11(27.5%) of the

respondents strongly agree, 18(45%) respondents agree, 8(20%)
respondents neutral & 3(7.5%) respondents disagree. The mean rate is
3.93. It indicates that most customers like the designs of the product.
Customer attitude is positive in term product design.

Recommendatio

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& Conclusion
Table 03: The locations of the projects are convenient.
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

Strongly Agree

18

45

45

Agree

15

37.5

82.5

Neutral

17.5

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.28

0.75

From the analysis of the above table it is seen that almost 18(45%) of the
respondents strongly agree, 15(37.5%) respondents agree & 7(17.5%)
respondents neutral. The mean rate is 4.28, which indicates that the customer
attitude towards the company is positive in terms of location convenience.

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& Findings
& Conclusion
Table 04: Companys products are more available in most of the area
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

Strongly Agree

14

35

35

Agree

17

42.5

77.5

Neutral

17.5

95

Disagree

100

Strongly Disagree

100

Mean

SD

4.07

0.85

Table 04 implies that almost 14(35%) of the respondents strongly agree, 17(42.5%)
respondents agree, 7(17.5%) respondents neutral & 2(5%) respondents disagree.
The mean rate is 4.07, which ensures that in term of availability customer attitude
towards Dolmen Holding Ltd is positive.

Recommendatio

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& Findings
& Conclusion
Table 05: The registration process of flat and apartment is reliable.
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

42.5

42.5

45

87.5

Strongly Agree

17

Agree

18

Neutral

12.5

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.30

0.68

Table 05 shows that almost 17(42.5%) of the respondents strongly agree, 18(45%)
respondents agree & 5(12.5%) respondents neutral. The mean rate is 4.30, which
indicates that in term of registration process customer attitude is positive.

Recommendatio

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ns
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& Findings
& Conclusion
Table 06: Companys advertising policy is good
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

32.5

32.5

45

77.5

Strongly Agree

13

Agree

18

Neutral

15

92.5

Disagree

7.5

100

Strongly Disagree

100

Mean

SD

4.02

0.89

From the analysis of the above table it is seen almost 13(32.5%) of the respondents
strongly agree, 18(45%) respondents agree, 6(15%) respondents neutral & 3(7.5%)
respondents disagree. The mean rate is 4.02, which indicates that in term of advertising
the customer attitude is positive.

Recommendatio
ns
Introduction
& regarding
Conclusion
Table 07: Company provides the most informative promotional materials
the
products.

Literature
Review

Company
Overview

Number of
Respondants
(N)

Data Analysis
& Findings

Valid

Cumulative

(%)

(%)

Strongly Agree

22

52.5

52.5

Agree

16

42.5

95

Neutral

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.50

0.59

From table, it is seen that 22(52.5%) of the respondents strongly agree,

16(42.5%) respondents agree & 2(5%) respondents neutral that
Company provides the most informative promotional materials regarding
the products. The mean rate is 4.50. It indicates that the customer
attitude is highly positive in terms of information sharing.

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& Conclusion
Table 08: Companys commitment to handover the apartment/flat
in time is
reliable.
Number of
Respondants
(N)

Valid

Cumulative

Mean

(%)

(%)

()

30

30

47.5

77.5

Strongly Agree

12

Agree

19

Neutral

17.5

95

Disagree

100

Strongly Disagree

100

4.02

Standard
Deviation
(SD)

0.83

From table 08, it is seen that almost 12(30%) of the respondents strongly agree,
19(47.5%) respondents agree, 7(17.5%) respondents neutral & 2(5%) respondents
disagree Companys commitment to handover the apartment/flat in time is reliable. The
mean rate is 4.02. So in term s delivery, customers attitude towards company is positive.

Recommendatio

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& Findings
& Conclusion
Table 9: Company uses quality product to build their constructions.
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

35

35

Strongly Agree

Agree

14

Neutral

19

47.5

82.5

Disagree

17.5

100

Strongly Disagree

100

Mean

SD

3.18

0.71

Table 09 shows that almost 14(35.5%) respondents agree, 19(47.5%) respondents

neutral & 7(17.5%) respondents disagree that Company uses quality product to build
their constructions. The mean rate which is 3.18 indicates customers attitude is
marginally positive in this particular measure.

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& Conclusion
Table 10: Prices offered for the products are reasonable.
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

10

10

Strongly Agree

Agree

Neutral

20

30

Disagree

19

48

78

Strongly Disagree

22

100

Mean

SD

2.18

0.89

From table 10, it is found that 4(10%) respondents agree, 8(20%) respondents neutral,
19(48%) respondents disagree & 9(22%) respondents strongly disagree that offered for the
products are reasonable. The mean rate is 2.18. So in term s pricing, customers attitude
towards company is negative.

Literature
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& Findings

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& Conclusion

Table 11: Companys executives are active in responding customers query.

Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

67.5

67.5

27.5

95

Strongly Agree

27

Agree

11

Neutral

100

Disagree

100

Strongly Disagree

100

Mean

SD

4.63

0.58

From table 11, it is found that 27(67.5%) of the respondents strongly

agree, 11(27.5%) respondents agree & 2(5%) respondents neutral that
Companys executives are active in responding customers query. The
mean rate is 4.63. So in term of customer care the attitude of customer
towards the company is highly positive.

Literature
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& Conclusion

Table 12: Electricity, gas & water connection are available on project as committed.
Number of
Respondants
(N)

Valid

Cumulative

(%)

(%)

10

10

32.5

42.5

Strongly Agree

Agree

17

Neutral

11

40

82.5

Disagree

17.5

100

Strongly Disagree

100

Mean

SD

3.73

0.89

From table 12, it is found that 8 (10%) of the respondents strongly

agree, 17(32.5%) respondents agree, 11(40%) respondents neutral &
4(17.5%) respondents disagree that Electricity, gas & water
connection are available on site as committed. The mean rate is 3.73.
So in term of commitment customer attitude is positive.

Introduction

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Company
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Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Findings

By analyzing 12 survey questions, it is found that

on 11 statements customers attitudes are positive
which are Commitment, Advertising,
Convenience, Branding, Product Design,
Availability, Process, Information Sharing,
Customer Services and Product Quality,
while on 1 statement which is related with
Pricing - their attitude is negative.

Introduction

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Recommendations
As customers perception is negative towards pricing, so company needs to reduce the
price of its products. To reduce price, company must minimize its cost of production
while it shouldnt compromise with quality. So, rather compromising with quality raw
material, company should emphasize on reducing operational cost (by improving the
efficiency of supervision of projects i.e. a common supervisor to supervise multiple
projects which are located in same area.), transportation cost (by utilization of cheaper
transportation to close distances), effective and efficient use of manpower (by
maximizing the use of labor hour) and raw materials (by minimizing wastage of raw
materials) which will ultimately lead to the overall cost reduction and company will be
able to deliver desired products at reduced price, thus customer attitudes regards
Pricing would move towards Positive.

Introduction

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& Findings

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& Conclusion

Conclusion
Customer attitudes are positive when the exchange value of the
system fulfills expectations of the customers. Todays business
environment is more competitive than it has been in the past. The
modern business is characterized with new product introductions,
increasingly knowledgeable, well informed, and sophisticated
customers. The modern customer attitudes are thus expected to
respond rapidly, effectively, and efficiently to changes in the market
place so as to sustain, and further more create competitive
advantage. It is therefore very important to study the attitudes of
customer towards a company.

Introduction

Literature
Review

Company
Overview

Data Analysis
& Findings

Recommendatio
ns

& Conclusion

Question & Answer

Thank You All!